To be well referenced, you need to understand what Google will provide in search results: shopping, images, videos, local, etc. There are several types of results Google uses based on the user behavior they searched for. This is why first and foremost, you must understand your target and what they may be looking for: their search intent…
1) Study your “buyer persona” to define the material expected
Knowing your main and secondary goals is essential to implementing an appropriate content strategy.
People who subscribe to your service will need it. How do they find your service? You’ll need to create content to be present on Google at every step of the research process: from problem solving to comparisons with other services to the act of buying.
When you know your goals well, you have defined your personality and you know almost everything about them: their concerns, their fears, the media that will listen to them, etc. Then you start right down to the basics.
Ask yourself the right questions:
- What problems will your product/service solve?
- What would be the benefits to your goal?
- What are their needs?
- Who are my competitors? What do they offer?
Brainstorm and write down one word, one thought per post—so that:
- List the terms related to the strengths/weaknesses of your product/service;
- List the needs of your target;
- List the fears that your service may cause;
- List competitors;
- Make a list of partners.
Example : Optics / Glasses / Lenses / Children / Sunglasses / Reimbursement / Safe / Mutual insurance / Deadline / Corrective glass / Anti-reflective / Blue light
2) Estimated feasibility
SEO is a long term job, it requires patience to measure the results first. This is why I recommend you aim for easy to reach (long tail) keywords at the beginning.
In fact, it will be very difficult for you to reach the first place in the SERP for the top keywords of your business (if you have no history, no authority) unless you are in a real niche market.
There are 3 basics to respect: content + technology + authority.
You master the production techniques and materials. Right, notoriety it will be done over time.
What is notoriety? This is the reputation of your expertise on the web. Are we talking about you? Who’s talking about you? You get it, it takes most of the time.
Still, by grabbing short key phrases, you’ll get people to start talking about you, to generate traffic. Using RS and SEA can also speed up the process.
How to measure the difficulty of a keyword?
Free or with paid tools: Google Keyword Planner, Ubersuggest, SEMRush, etc. The best practice is that of your SEO consultant, who will have the expertise and at-home tips to present you with a keyword study best suited for your objectives.
Remember: the more results a keyword generates, the higher the demand for the keyword (search volume), the harder it will be for you to establish yourself (initially ).
Cost in CPC is also an interesting indicator to estimate competition. However, pay attention to seasonality. (ski rental, standup paddle rental, etc.)
Now you can sort your keyword phrases from easiest to most complex.
3) Produce your content
Choose one of your keywords and start typing. well almost !
You write your content for one person, one person! Turn off keyword stuffing and duplication.
You’ve chosen your keyword phrase, enter it into Google, and inspect the content provided:
- product sheet;
- blog posts;
- Shopping includes:
- video or picture.
Why is it necessary to do this?
What Google shows you is a “picture” of what people expect!
It is important to understand this concept.
Your content should follow this pattern, and if you want to reach the top 3, you have to outperform the competition.
Organize into sections and paragraphs, make sentences short and understandable for easy reading.
Here you have all the important information to create your own content.
4) Content Optimization
Once you have your content ready, you will need to customize it.
For this, it is necessary to have some basic concepts in HTML.
- Check that each section title includes your main keyword. The title of the section will be written in H2. Use the “strong” tag to highlight words that are important to reinforce the semantics of your page.
- Place links to related content, child pages or mother pages to take advantage of internal networking and circulate SEO juice between your pages.
- Place links to partner sites to keep the juice flowing between your sites.
- If you have a picture, customize it.
5) Publishing your content
Your articles should be published regularly. Regularity is sending a strong signal to Google that you are active and present.
You have created 20 articles, take the time to publish them in 10 weeks, at the rate of 2 articles per week. Thus, you have 10 weeks to make 20 new ones, and so on.
6) Track and measure your content performance
An audience measurement tool like Google Analytics allows you to track multiple KPIs.
To measure the success of your content, you can track the bounce rate as well as the time spent on the page.
About the Author
Matthew Alert: Manager of Mail at Zelly and Web Consultant at Lilly. I’ve been doing website building and emailing for 17 years. Developer, Project Manager, then Team Manager, I offer my consulting services to companies looking for visibility on the Internet.